Q&A: Becca Petrillo on Milwaukee’s North Shore Tourism

From childhood bike rides through Bayside to ribbon-cutting ceremonies across seven municipalities, Becca Petrillo (Garrison) — President/CEO of Discover the North Shore (the region’s tourism bureau) and The North Shore Chamber of Commerce (Milwaukee County) — has turned local pride into regional momentum. After guiding the evolution from Welcome to Glendale to the collaborative Discover the North Shore brand, she now champions Glendale, Brown Deer, River Hills, Bayside, Fox Point, Whitefish Bay and Shorewood under one banner. Twice honored as a Travel Wisconsin Rising Star, Petrillo believes that when North Shore communities lift one another up, everyone wins.

What is your background and how did it lead you here?

I have deep roots in the North Shore of Milwaukee. My grandparents lived in Bayside and owned many buildings and businesses in Whitefish Bay. My family lived in Glendale and my love for these communities started at a very young age. I truly believe the North Shore is a great place to work, play, experience, and even grow a family. 

You oversaw the shift from “Welcome to Glendale” to the region-wide Discover the North Shore. What sparked the rebrand and collaboration?

The idea sparked from a simple but powerful goal: putting Milwaukee’s North Shore on the map. Whether you live here, work here, or are simply looking for a new place to explore, the North Shore truly has something for everyone.

I brought this idea to the Board of Directors because I believe our region is filled with incredible "hidden gems" — not just in Glendale, but throughout the entire North Shore — that deserve to be celebrated. We realized there was no dedicated Convention & Visitors Bureau (CVB) representing the North Shore as a whole, so we thought, why not work together? Collaboration has always been at the heart of everything I do, and this was the perfect opportunity to unite our communities under one vibrant brand.

Traditionally, CVBs are tourism marketing organizations focused on promoting destinations to visitors near and far. By expanding our reach beyond just Glendale (as we did with Welcome to Glendale) to include all six neighboring North Shore communities, we can now spotlight even more incredible restaurants, attractions, parks, trails, and experiences — sharing everything that makes the North Shore of Milwaukee a must-visit destination.

What does “building community” look like day-to-day for you in the North Shore, and how do you measure success? 

Building community in the North Shore, for me, means actively connecting people, businesses, and organizations every day. It looks like promoting local events, spotlighting small businesses, creating partnerships across our six communities, and finding new ways to showcase what makes the North Shore special. It's about being present — hosting ribbon cuttings, large scale events, networking events, city meetings, and truly listening to what our residents and visitors want and need.

Your bureau now promotes seven municipalities. Which opportunities or challenges surprised you as you merged those identities?

One of the biggest opportunities — and surprises — was how naturally the strengths of each community complemented one another. Each municipality has its own distinct identity: from the vibrant, walkable downtowns of Shorewood and Whitefish Bay, to the natural beauty of River Hills and Bayside, to the dining, shopping, and entertainment hubs of Glendale and Brown Deer. Rather than competing, they create a fuller, richer experience when brought together under one brand. It made telling the "North Shore story" exciting because we could highlight such a diverse range of experiences within a very accessible area.

The biggest challenge was ensuring that each community felt equally represented and celebrated. We worked carefully to understand what made each municipality proud and unique, and to weave those elements authentically into the larger brand. It wasn’t about making them all feel the same — it was about creating a shared narrative of quality of life, hospitality, and discovery that still allowed each community's individuality to shine through.

In the end, the challenge became one of our greatest strengths. By focusing on collaboration, communication, and shared pride, we built a brand that feels true to each community while elevating the North Shore as a whole.

Visit Milwaukee just announced a marketing partnership with Discover the North Shore. What joint projects will residents see first?

We’re incredibly excited about the marketing partnership between Discover the North Shore and Visit Milwaukee! One of the first things residents can expect to see is a coordinated effort to showcase the North Shore’s attractions, events, and local businesses to a much wider audience. This means featuring our communities in Visit Milwaukee’s regional and national campaigns, including their website, social media, and visitor guides.

We're also collaborating on joint content creation — highlighting North Shore restaurants, parks, trails, and cultural experiences through blogs, videos, and media tours. Residents will start to see more storytelling that connects our communities to the greater Milwaukee experience, positioning the North Shore as a must-visit destination for both locals and tourists.

In addition, we’re working together on event promotion and tourism initiatives that will bring more visitors into the North Shore — which not only supports our local economy but also builds pride among residents. Our goal is for people to see the North Shore not just as a neighbor to Milwaukee, but as a vibrant, essential part of the Greater Milwaukee story.

For entrepreneurs considering Chamber membership, what makes the North Shore Chamber unique?

Several key visitor trends are shaping how we’re planning for the future of the North Shore. First, travelers today are looking for more authentic, local experiences — they want to live like a local, explore hidden gems, and discover unique neighborhoods. That plays perfectly into the North Shore’s strengths, where each community offers its own charm, from boutique shopping and locally-owned restaurants to scenic parks and waterfront trails.

Another trend we’re seeing is the rise of regional "staycations" and shorter, more frequent trips. People are exploring closer to home, which gives us a huge opportunity to attract visitors from the greater Milwaukee area and surrounding states looking for a quick, high-quality getaway experience without a long drive.

Outdoor recreation continues to be a major driver as well. Visitors are looking for parks, trails, water activities, and open spaces — all of which the North Shore offers in abundance. We're making sure to feature those assets more prominently in our marketing.

Finally, today’s visitors want experiences that are both family-friendly and inclusive, which means we’re focusing on promoting a wide variety of attractions that appeal to diverse audiences — from multigenerational travelers to couples, solo adventurers, and groups of friends.

All of these trends are helping us build a future strategy that positions the North Shore not just as a beautiful place to visit, but as a community full of authentic experiences, outdoor beauty, and welcoming spaces for everyone.

You’ve been nominated twice for Travel Wisconsin’s Rising Star Award. Which projects make you most proud?

I’m incredibly proud of the work we've done to transform and elevate the North Shore’s presence as a destination. One project that stands out is leading the rebranding from Welcome to Glendale to Discover the North Shore. Expanding our focus from a single city to an entire region allowed us to showcase a much richer and more dynamic story, and it opened up incredible new opportunities for collaboration, marketing, and visitor engagement.

Another achievement I’m proud of is building strong partnerships — not just among the seven North Shore communities, but also with organizations like Visit Milwaukee and Travel Wisconsin. Those relationships have amplified our visibility far beyond what we could have achieved alone.

Most importantly, I’m proud of the culture of collaboration and energy we’ve created. Whether it’s growing our events, increasing visitor traffic, or helping small businesses get the attention they deserve, seeing the positive impact on our communities — and the pride our residents have — is the most rewarding part of the work. This is not just a job to me, this means much more... This is something that I am passionate about and love doing. Not everyone gets to say they love what they do, but I truly love being in the space of helping others, shining a spotlight on some of the best communities Wisconsin Travel has to offer, and helping people enjoy, experience, and make memorable memories here in The North Shore. 

Favorite hidden-gem restaurant and go-to order?

1) The Bavarian Bierhaus - Large German Pretzel, Cod Fish Fry Dinner & a freshly brewed Helles Lager (They brew their own German Beer on site) 

2) The Brick Pub & Grill - their Buffalo Chicken Salad & French Onion Soup ... Oh and their bloody Mary is in my opinion should win an award! 

3) Kawa - Yaki Udon Noodle & Sashimi Salmon 

4) Mallards at Bayshore - The Crab Cakes Appetizer and The Salmon New Orleans Dish is mouth watering

5) Maxfields - The Garden Omelette with Hashbrowns, and Toast. 

6) Benji's Deli - Their Matzo Ball soup can cure anything 

Most memorable event you’ve coordinated — and one lesson learned?

Sprecher Root Beer Bash is the best event. It is a feel good event as well, everything at this event is FREE, that way families can come from near and far and get the full experience of this annual event without having to worry about the financial burden or extra costs of fully experiencing this event. We were able to take this event from a smaller scale event, and now we get an average of 6,000 event attendees each year, but coming to the event you would not know how many people were there. We have moved the location this year to the iconic Bavarian Bierhaus Festival Grounds (Old Heidelberg Park), which means more room for entertainment, more activities, and amazing food from the Bavairan Bierhaus. This year's event is August 2nd from 11am-5pm. 

 A lesson I learned from planning such a large scale event is that you need a good team of collaborators. It is more than just one organization that helps put on this event, Although at Discover the North Shore we do a large part of the brunt work (It is our signature annual event), Sprecher Brewery & Culvers at Bayshore have been an amazing partners to work with and ensure we have enough Root Beer & Fresh Custard for our iconic Root Beer Float giveaway. 

North Shore outdoor spot you recommend after a busy week?

- Taking a walk through the trails in Kletzsch Park and watching the Waterfall and seeing people catching fish in the Milwaukee River. 

- Walking the path down to Atwater Beach and putting my toes in the sand 

- Taking my dog (Bubba) to Estabrook Dog Park and around the many trails by the River